以計畫行為理論建構遊客臉書炫耀性打卡行為模式之研究

A Study of Constructing a Tourists' Show from a Facebook Check-in Behavior Model Based on Planned Behavior Theory

近年來許多社群網站的興起成為新興的社會現象，Facebook位居台灣社群網站之首，其推出的地標打卡更成為熱門話題。回顧文獻發現，炫耀是使用者自我揭露地標資訊時可獲得的效益之一，但過去對炫耀性打卡的行為研究較少，因此本研究目的欲以計畫行為理論為基礎加上炫耀性，進而建構並解釋、比較Facebook使用者的打卡行為模式。本研究於民國105年3月25日至5月30日止，發放網路問卷，共得有效問卷223份，以結構方程模式進行路徑分析。經實證結果顯示：壹、使用態度、主觀規範、知覺行為控制皆顯著正向影響其行為意圖；貳、炫耀性顯著正向影響其使用態度。研究結果應能給網站設計人員與觀光產業，據以發展行銷策略，並提供後續研究參考。 The rise of social networks has become a new social phenomenon, and Facebook is the top social networking web site in Taiwan. The Facebook check-in service was launched in 2010 and has gained enough attention to become a hot issue. According to the literature, Facebook users utilize the checkin service to satisfy themselves and to show off their location. There is limited past literature on conspicuous check-in behavior, if conspicuity does affect user check-in behavior, then how does it impact other factors? Thus, the present study used the theory of planned behavior (TPB) to investigate this question. Based on TPB, conspicuous consumption was added to the construct to explain Facebook users' check-in behavior. Online questionnaires were conducted from March 25-30, 2016, and 223 valid responses were collected. A structural equation modeling (SEM) approach was applied to analyze the data. The results of the study using SEM showed: I. users' attitudes toward behavior, subjective norms, and perceived behavior control has a positive influence on behavioral intention; and II. conspicuity has a positive influence on users' attitudes toward behavior. The results of this study can offer suggestion to website designers and tourism industry to develop marketing strategies , and can inform future research.